Dymocks celebrates staff and encourages Australians to ‘learn something new every day’ in latest marketing campaign via Creative Oasis
As part of an ongoing revitalisation of the Brand, the country’s largest bookseller Dymocks has unveiled its latest media and marketing campaign.
The campaign, created in conjunction with advertising agency Creative Oasis, features real staff from the Dymocks store network to help bring to life the brand’s key point of difference: its well-read people.
Says managing director, Steve Cox: “Everyday our customers tell us how much they appreciate the teams in our store. Our customers love browsing the shelves, but most of all they love receiving great recommendations and guidance from our staff that helps them find their next great read or that special gift. Our stores are locally owned and operated, and the teams within them are passionate about words and have a love of reading – they know their local community and can help guide their customers to the perfect book. This is why we wanted our well-read people to be the focus of the new Dymocks campaign; to share their special interests and to give a glimpse of how books have influenced their lives.”
The communication highlights Dymocks staff members’ love of books and passion for reading, and how that can help customers “Learn something new every day” – this tagline with “The well-read people of Dymocks” underpins the campaign.
The integrated campaign kicks off with print advertisements across the Fairfax network and includes TV, cinema, catalogue, press and in-store.
Concludes Cox: “The Australian consumer’s reading appetite is as strong today as it’s ever been. We want this trend to continue and I really hope the stories of the Dymocks staff featured in the ads inspire people across Australia to come in-store and ask for a recommendation from one of our well-read team. Everybody loves a great book, and Dymocks is the best place to find one.”